6 Ways to Move Your PR Efforts Forward During the Summer Slowdown Does it seem like everyone, including reporters, is on vacation right now? Here are six ideas on how to use the summer slowdown to get ahead with your public relations program.
By Michelle Garrett Edited by Chelsea Brown
Opinions expressed by BIZ Experiences contributors are their own.
If you're reading this, chances are you're not like everyone else — because it seems like nearly everyone is on vacation right now. Things can get pretty quiet in the summer. With so many on vacation, including reporters, it can be a challenging time if you're working on a public relations push by trying to get the word out about any of your initiatives.
It may stay this way until after Labor Day, meaning the ability to reach journalists by pitching earned media stories may be a bit limited. So, what can you do to move your PR efforts forward during the late summer lull? Here are a few ideas:
Related: Is It Time to Hibernate or Accelerate Your PR Efforts?
1. Plan out your calendar for the rest of the year — including the holiday season
Take some time to plan out a calendar of possible announcements and pitches through the end of 2022. What do you have coming up? What news or announcements do you have? And what news angles do you anticipate being able to take advantage of?
While you're planning, have you thought about the upcoming holiday season? Yes, it's summer. Yes, it's hot outside. That may seem like it's the least likely time to be thinking of the holidays. Yet, they're coming — probably faster than you think.
2. Beef up your social media presence
As social media becomes increasingly important for your brand — and your executives — it's not a piece of the PR strategy to ignore. In Muck Rack's State of Journalism report, more than half (61%) of the journalists surveyed say they "usually" or "always" consult branded social media profiles when reporting on an organization.
If you're not active on the primary social media platforms where your audience spends time, use this lull to address that. And if your executives have neglected to participate, do your best to convince them and work with them on a strategy to become more active.
Sixty-five percent of U.S. employees say it's important for CEOs to actively communicate about their companies online, particularly during times of crisis. And 60% of employees say they would check an executive's social media before joining a company.
A couple of notes to keep in mind:
Don't try to tackle every social media platform, particularly if you're newer to social media. Instead, focus on being consistent on one or two channels. For many B2B clients, this means LinkedIn and Twitter.
When thinking about your approach to social media, remember that it's about engagement — not followers. This means you should not only post (which is the easy part) but also engage. Engagement is where the magic happens on social media.
Be sure to follow journalists, media outlets, partners, resellers, industry influencers and other third parties with whom you want to foster better connections. Also, look at who's covering your competitors, so you can follow those publications and reporters.
3. Write some content
Writing takes time. If you find yourself with some free hours right now, why not devote some of them to creating written content? Remember, 70-80% of people research a small business online BEFORE making a purchase — meaning providing ample content for them to read should be a focal point of your marketing efforts. Remember to factor in your blog, your newsletter and any content like customer case studies or success stories — and contributed articles — that you need to spend focused time writing.
Related: How To Amplify PR Opportunities For Your Business
4. Go deeper on research
As PR pros, we're always encouraged to "do our research." So, why not use this time to research ideas for a pitch you may want to put together on a trend you see? Or do a deep dive on a few reporters with whom you'd like to build stronger relationships. When you're rushing to get things done, you may feel you shortchange your research time. So, now could be the perfect opportunity to delve in a little further.
5. Check out a new tool
Wouldn't it be nice to have an hour to spend trying out a new tool to incorporate into your marketing or PR programs? Why not look at tools to better organize your business, or play with new PR tools to help boost earned media efforts?
6. Soak up some knowledge
If you have spare hours, dedicate some of them to learning something new. For example, take an online course or catch up on a webinar or two. As for suggestions regarding where to find online courses of interest, try LinkedIn Learning. And many coaches and experts offer workshops or programs you may be able to benefit from as well.
Related: 8 Marketing Strategies to Help Boost Your Small Business During the Summer Months
Summer downtime for others can mean a boost for your PR efforts. The six ideas above will help you make the most of any time you may have on your hands as you wait for everyone to return from their summer vacations. When they do, you'll be ready to head into the last months of the year with lots of great ideas, content and tools to knock your PR plans out of the park. Now, go enjoy that dip in the pool – you've earned it.
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